HubSpot Inbound Marketing Practice Exam

Which of the following metrics is NOT needed in a social media audit?

1. The bounce rate

2. Engagement rate

3. Follower growth

4. Audience demographics

The correct answer is: The bounce rate

In a social media audit, the primary focus is on metrics that directly relate to social media performance, audience engagement, and growth. Metrics like engagement rate, follower growth, and audience demographics provide essential insights into how well social media efforts are resonating with the target audience. Engagement rate reflects how users are interacting with content, which is crucial for understanding what resonates with the audience. Follower growth indicates the increasing reach and popularity of social media channels, illustrating the effectiveness of campaigns in attracting new followers. Audience demographics help in tailoring content and strategies to meet the specific needs and preferences of the target audience. The bounce rate, however, is primarily a metric associated with website performance and SEO, indicating the percentage of visitors who leave the site after viewing only one page. While it provides useful insights about a website's effectiveness, it does not directly relate to social media performance or provide meaningful information for a social media audit. Therefore, it is not a necessary metric when evaluating social media channels.